A BOOK REVIEW BY CLAIRE HOUSTON
How did I find out about the book?
This book made it's way to my table in the last year of studies. At the time I was writing my dissertation on the Application of Customer Funding by Swiss Start-Ups. So it was a topic that sat close to my heart at that time, and still does now.
What is the book about?
This book by John Mullins who is an associate professor of management practice in marketing and entrepreneurship at London Business School is essentially a nudge to recognise, that as a founder, equity investors are not the only route to business success.The author suggests there are too many small business founders developing fancy business plans, pouring over pitch decks and generally spending time and focus on the pursuit of external funding, when they should be developing their business ideas, seeking their validation and then growing their business with customers and customer funding.
What is your favourite quote or passage from the book?
“Successful entrepreneurial ventures are about serving customers and their needs and resolving their pain. Not just any customers. Target customers.”
What are your three key takeaways?